The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Direct Marketing

A Song for Every CMO

Agency FCB / New York + Spotify Advertising / New York + Wave Studios / New York + Watt White Music / New York

Client Spotify


Craft / Writing

Annual ID


About the Work

Spotify’s engagement levels are higher than any other medium (+24% over tv and +27% over social) yet digital audio advertising lags far behind other channels, earning under 2% of media spend. The brief was simple: prove that Spotify Advertising captures the complete attention of whatever audience marketers are seeking in order to capture a larger share of marketer attention and media spend.

To kickstart conversation amongst key marketing decision makers, we demonstrated Spotify’s laser-targeting capabilities with “A Song For Every CMO” – original songs written about and dedicated to the world’s top CMOs at companies such as Frito-Lay, Kimberly-Clark, Indeed, CVS, General Mills and more. Using Spotify’s data and insight muscle and recorded at Spotify Studios, we tailored each composition to its subject CMO.

The light-hearted stunt drove enormous media and social conversation within the marketing community, inspiring multiple CMOs to reach out, requesting “CMO Songs” of their own.

A potent and differentiated message cleverly brought to life, “A Song For Every CMO” drove immediate and unprecedented results far beyond campaign objectives: 75% year-to-year growth and €1 Billion ad revenue for the first time ever, making 2021 the best year in Spotify Advertising history.

2022 Awards

Total Points: 3




FCB / New York

Client / Brand

Spotify Advertising / New York

Production Company

Watt White Music / New York

Music / Sound Production Company

Wave Studios / New York

Executive Creative Director

Gary Resch

Executive Producer

Chris Lenz
Vicky Ferraro

Account Supervisor

Sean Kittredge

Associate Creative Director

James Meiser

Music Producer

Melissa Chester

Senior Art Director

Justin Batten

Senior Copywriter

Ken Syme

Senior Digital Producer

Margot Meyerhoff

Chief Strategy Officer

Todd Sussman

Co-Chief Creative Officer

Gabriel Schmitt
Michael Aimette

Composer / Singer / Songwriter / Producer / Interview

Watt White

Director of Integrated Production

Adam Isidore

Director, Strategic Planning

James Friedman

Editor & Animator

Breithner Monteiro

Global Creative Lead

Tammijean Triplett

Global Creative Partner

Danilo Boer

Global Director Enterprise Marketing

Sarah Kiefer

Global Strategy Manager

Andrea Kim

Head of Advertising Business Marketing

Khurrum Malik

Integrated Producer

Doria Lacey

Sound Designer/Mixer

Chris Afzal
Isaac Matus

Studio Director

Liz Ludden

SVP Business Lead

Tara Graff


Jay Marsen

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